"The Future of Selling" white paper by Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide, provides recommendations on how marketers can maximize sales using social media and features best-in-class examples from companies that are winning in the Social Selling space. It is based on a a four month research project conducted in the US, UK, Brazil and China and has been informed by interviews with over 30 sales experts.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
What if you could increase your win rate by 10%, 20% or 50% ?
The world of sales is changing: Information overload, buyer networks, social business and collaborative CRM are transforming the way we interact and engage with customers.
With «Social Sales», you can focus on what is really important: The people and social relationships behind the opportunity. It provides a fresh approach to master the complexities of B2B sales by capitalizing on the social capital of your company.
This book is targeted to sales, account, marketing and business managers applying «Social Sales» to hunt and farm new business.
The objective is to support sales teams to win strategic opportunities and grow within their target accounts.
If you believe, that people and relationships are the driving forces of sales success in your business, this book is designed for you.
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
The End Of Marketing As We Know It - Erik Saelens speaks at Eurobest 2015Brandhome
We have turned away from trouble and strife in order to seek fame and fortune. Now we find ourselves on a planet that is overstressed, over-transparent and overregulated. There is no more time to waste.
Digital technology and the Internet are developing at breakneck speed. This is one of the main reasons why marketers find themselves confronted with a future that will have no mercy with the marketing and business models that professionals are still clinging to. What we need is a total reset of the marketing brain. Join Brandhome to look at the ten insights that will drive this disruption!
"The Future of Selling" white paper by Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide, provides recommendations on how marketers can maximize sales using social media and features best-in-class examples from companies that are winning in the Social Selling space. It is based on a a four month research project conducted in the US, UK, Brazil and China and has been informed by interviews with over 30 sales experts.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
What if you could increase your win rate by 10%, 20% or 50% ?
The world of sales is changing: Information overload, buyer networks, social business and collaborative CRM are transforming the way we interact and engage with customers.
With «Social Sales», you can focus on what is really important: The people and social relationships behind the opportunity. It provides a fresh approach to master the complexities of B2B sales by capitalizing on the social capital of your company.
This book is targeted to sales, account, marketing and business managers applying «Social Sales» to hunt and farm new business.
The objective is to support sales teams to win strategic opportunities and grow within their target accounts.
If you believe, that people and relationships are the driving forces of sales success in your business, this book is designed for you.
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
The End Of Marketing As We Know It - Erik Saelens speaks at Eurobest 2015Brandhome
We have turned away from trouble and strife in order to seek fame and fortune. Now we find ourselves on a planet that is overstressed, over-transparent and overregulated. There is no more time to waste.
Digital technology and the Internet are developing at breakneck speed. This is one of the main reasons why marketers find themselves confronted with a future that will have no mercy with the marketing and business models that professionals are still clinging to. What we need is a total reset of the marketing brain. Join Brandhome to look at the ten insights that will drive this disruption!
OgilvyOne Worldwide's new offering, “Social Selling,” will help companies drive top-line growth through the use of social media, following new research that reveals a “social media adoption gap” exists between salespeople and sales organizations.
Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.
New research from Ogilvy & Mather and Communispace reveals extreme new consumer shopping behavior and spending priorities.
This report looks at how consumers will go to market in 2011.
Digital marketplaces change behaviors of people, organizations and businesses. They introduce new forms of value exchange that result from connecting supply and demand in a new way. Learn how your brand can use digital to grow.
Another advertising industry first, The Brand Cross-Cultural Index (BCCI), Powered by BrandZ™ is an innovation brought to market by Ogilvy & Mather and Millward. The first equity assessment tool of its kind, powered by the world’s largest brand equity database, it assesses and ranks brands based on their appeal to non-Hispanic White, Hispanic, Black and Asian consumers.
Digital Brands & Live Experiences: Connecting with Your Audience IRLPBJS
For brands that exist solely in the realm of zeros and ones, connecting with users in real life can seem like a big leap – one digital brands must take if they want to build lasting consumer relationships. Why? With a fresh awareness of the consequences of ultra-personalized media “bubbles,” consumers are grappling with their digital choices, which also affects their perception of brands they only interact with through digital devices. The result is an environment where the pull of live experiences, where digital brands can hybridize their consumer relationships, is becoming stronger -- and more important than ever.
In this paper, we outline and explore:
- The cultural landscape digitally native brands inhabit
- Consumer, tech and marketing trends
- The benefits digital brands can gain through meeting their audiences offline
- How digital brands can make meaningful real-life connections
Social media has changed. A lot.
So how should brands now approach it? Here we introduce our new POV on social media, called Deep Social, and discuss what it means for brands. We cover:
- The (new) consumer mindset
- What is Deep Social? And how do I get there?
- Why Ogilvy?
- Where are you now? A diagnostic
Your colleagues and employees are already armed with smartphones and tablets—but how can these devices be transformed into productivity powerhouses tailored specifically to your business and sales needs?
In our latest white paper, apps@work, discover how adding apps to your company’s arsenal can increase productivity, creativity and credibility, and learn how apps can boost employee engagement with tools they can use wherever they are.
Brandhome research fact: technology is more reliable than marketing!Brandhome
Marketing vs. technology. These branches are more intertwined than ever before. Brandhome strategy manager Jef Pelkmans: "Our latest research reveals the views of both marketers and techies on technologically inspired brands and the future role of technology in the marketing process."
10 Social Best Practices from the Best Social Brands of 2013Ben Grossman
You see the biggest brands in the world winning the social media war and are left wondering: How can my business get the most out of social? This presentation explores how to leverage best practices from the biggest and best social brands in the world for your company (that may not have a big budget). This 2013 round-up of social media anecdotes offers 10 actionable recommendations to help your business go to the next level. It was originally presented at Hubspot's INBOUND 2013.
What does "omnichannel" mean, really? It turns out it often means something different to marketers than it does to their consumers. HP's Morgan Chemij explores how the brand is trying to solve for this misalignment with a true one-to-one marketing goal. But where to start? He brings us through how HP assessed best practices, reassessed its internal strengths, and developed both short and long term plans for making omnichannel relevant to consumers.
Five Principles for Storytelling in a Multi-Screening WorldOgilvy Consulting
The increase in multi-screening, coupled with time spent on social channels, means content creation strategies need to evolve. Here are five principles to help you succeed.
The intersection of content and design is fascinating subject. This paper focuses on product and brand design to create compelling interactions that draw consumers in and get the them to share the creative experience.
Success at retail is about creating great experiences. Just like dating.
Sources:
1. 2011 Rightnow Customer Experience Impact Report
2. Harbor Industries: Industry Trends and Insights
3. Kissmetrics - The Price of Bad Customer Service
4. Forrester / The Business Impact of Customer Experience, 2012
5. Dr4ward / What is Social Currency and How Does it Effect Social Commerce? Infographic
Soil is one of the most overlooked ingredients in farming and yet it exists right beneath farmers’ feet. Healthy, fertile soils are an imperative starting point for agro-based development. But Africa’s soils are among the most degraded in the world. And this degradation continues as a result of deforestation, overgrazing of grasslands, continuous deep ploughing and inappropriate use that leads to the “mining” and depletion of soil nutrients.
Yet agriculture does not have to degrade soils. Good agriculture can, and should, restore nutrients, conserve water and prevent soil erosion.
OgilvyOne Worldwide's new offering, “Social Selling,” will help companies drive top-line growth through the use of social media, following new research that reveals a “social media adoption gap” exists between salespeople and sales organizations.
Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.
New research from Ogilvy & Mather and Communispace reveals extreme new consumer shopping behavior and spending priorities.
This report looks at how consumers will go to market in 2011.
Digital marketplaces change behaviors of people, organizations and businesses. They introduce new forms of value exchange that result from connecting supply and demand in a new way. Learn how your brand can use digital to grow.
Another advertising industry first, The Brand Cross-Cultural Index (BCCI), Powered by BrandZ™ is an innovation brought to market by Ogilvy & Mather and Millward. The first equity assessment tool of its kind, powered by the world’s largest brand equity database, it assesses and ranks brands based on their appeal to non-Hispanic White, Hispanic, Black and Asian consumers.
Digital Brands & Live Experiences: Connecting with Your Audience IRLPBJS
For brands that exist solely in the realm of zeros and ones, connecting with users in real life can seem like a big leap – one digital brands must take if they want to build lasting consumer relationships. Why? With a fresh awareness of the consequences of ultra-personalized media “bubbles,” consumers are grappling with their digital choices, which also affects their perception of brands they only interact with through digital devices. The result is an environment where the pull of live experiences, where digital brands can hybridize their consumer relationships, is becoming stronger -- and more important than ever.
In this paper, we outline and explore:
- The cultural landscape digitally native brands inhabit
- Consumer, tech and marketing trends
- The benefits digital brands can gain through meeting their audiences offline
- How digital brands can make meaningful real-life connections
Social media has changed. A lot.
So how should brands now approach it? Here we introduce our new POV on social media, called Deep Social, and discuss what it means for brands. We cover:
- The (new) consumer mindset
- What is Deep Social? And how do I get there?
- Why Ogilvy?
- Where are you now? A diagnostic
Your colleagues and employees are already armed with smartphones and tablets—but how can these devices be transformed into productivity powerhouses tailored specifically to your business and sales needs?
In our latest white paper, apps@work, discover how adding apps to your company’s arsenal can increase productivity, creativity and credibility, and learn how apps can boost employee engagement with tools they can use wherever they are.
Brandhome research fact: technology is more reliable than marketing!Brandhome
Marketing vs. technology. These branches are more intertwined than ever before. Brandhome strategy manager Jef Pelkmans: "Our latest research reveals the views of both marketers and techies on technologically inspired brands and the future role of technology in the marketing process."
10 Social Best Practices from the Best Social Brands of 2013Ben Grossman
You see the biggest brands in the world winning the social media war and are left wondering: How can my business get the most out of social? This presentation explores how to leverage best practices from the biggest and best social brands in the world for your company (that may not have a big budget). This 2013 round-up of social media anecdotes offers 10 actionable recommendations to help your business go to the next level. It was originally presented at Hubspot's INBOUND 2013.
What does "omnichannel" mean, really? It turns out it often means something different to marketers than it does to their consumers. HP's Morgan Chemij explores how the brand is trying to solve for this misalignment with a true one-to-one marketing goal. But where to start? He brings us through how HP assessed best practices, reassessed its internal strengths, and developed both short and long term plans for making omnichannel relevant to consumers.
Five Principles for Storytelling in a Multi-Screening WorldOgilvy Consulting
The increase in multi-screening, coupled with time spent on social channels, means content creation strategies need to evolve. Here are five principles to help you succeed.
The intersection of content and design is fascinating subject. This paper focuses on product and brand design to create compelling interactions that draw consumers in and get the them to share the creative experience.
Success at retail is about creating great experiences. Just like dating.
Sources:
1. 2011 Rightnow Customer Experience Impact Report
2. Harbor Industries: Industry Trends and Insights
3. Kissmetrics - The Price of Bad Customer Service
4. Forrester / The Business Impact of Customer Experience, 2012
5. Dr4ward / What is Social Currency and How Does it Effect Social Commerce? Infographic
Soil is one of the most overlooked ingredients in farming and yet it exists right beneath farmers’ feet. Healthy, fertile soils are an imperative starting point for agro-based development. But Africa’s soils are among the most degraded in the world. And this degradation continues as a result of deforestation, overgrazing of grasslands, continuous deep ploughing and inappropriate use that leads to the “mining” and depletion of soil nutrients.
Yet agriculture does not have to degrade soils. Good agriculture can, and should, restore nutrients, conserve water and prevent soil erosion.
Cities have never been more important for human well-beingand economic prosperity. Half of the world’s population livesin urban areas, while about 80 per cent of the world’s outputis produced in cities. And it is expected that the vast majorityof all new jobs will be urban. These will provide incomes tobillions and raise hundreds of millions of people out of poverty.South Africa’s situation is similar, with economic growthbeing disproportionately generated in the biggest cities, and agrowing proportion of people living in urban areas. However,only 60 per cent of the country is currently urbanised,suggesting more urbanisation is to come. If the next waveof city growth is managed well, it can accelerate economicgrowth and job creation, and improve people’s quality of life.This is what well-managed cities do: they raise incomes bymaking people more productive and creating opportunitiesthat cannot exist anywhere else. Historically, urbanisationhas been linked with industrialisation, which has bothfacilitated cities’ growth and depended on it. Cities have alsomade possible the efficient delivery of all kinds of services —energy, water, health, education, finance, logistics, media,transport, etc.
Como crianças fazem pesquisas na web? Estudo de caso Elisa Volpato
Apresentação de artigo no Interaction South America 2013, em Recife. Artigo escrito com base na monografia de conclusão do curso de pós-graduação em Pesquisa de Mercado da Escola de Comunicações e Artes da USP.
The President’s Speech in Cairo: A New Beginning - DariObama White House
President Obama’s speech in Cairo on America’s relationship with Muslim communities around the world. June 4th, 2009. http://www.whitehouse.gov/blog/newbeginning/
Introduction to OER given at the Northern Rocky Mountain Education Research Association Annual Meeting in Park City, UT. Oct. 5, 2012. The first part of the deck is a remix/revision of some of David’s earlier slides. For those who’ve already seen David’s excellent intro to OER, skip to slide 37 for information on OER policy, implementation, business models, initiatives, and research.
Malnutrition—and particularly protein deficiency—remains a challenge for many poor people across West Africa, compromising or stunting the physical and mental development of millions of children. While overall nutrition has improved across the continent, sufficient protein consumption remains a challenge.
A recent issue of the West Africa Trends newsletter, a trend monitoring report from the African Center for Economic Transformation, investigated the potential for locally produced bushmeat—the common term for the meat of wild animals—to provide protein and improved nutrition for many poor households in the region. Often the primary source of animal protein for many communities, bushmeat’s demand has made the supply unsustainable, endangering the ecosystems where wild animal populations live, and potentially driving some species to extinction. To meet the demand, while mitigating the environmental stress, commercial breeding of grass cutters (cane rats), squirrels, certain types of birds, and insects are being explored. With education, regulation, and the support of the public-private sector, development of innovative breeding methods could generate a sustainable supply of bushmeat and provide poor farmers an opportunity to sell in premium urban markets, where it is considered a delicacy.
A holistic, enduring strategy for private sector involvement in resilience efforts is critical to building sustainable solutions for the most vulnerable members of society. Particularly in the face of a shrinking supply of traditional development capital from government and donors, engaging the private sector to address these systemic challenges not only offers the possibility of a reduction in risk for affected communities; it also creates the long term potential for new markets and growth opportunities for private players, and the establishment of solutions at the nexus of humanitarian and development efforts. In many cases, the regions that private companies are pursuing for future growth are emerging markets, and a more resilient global economy means more opportunity for the private sector to grow its core activities. Interestingly, it is the most vulnerable, those at the growing base of the pyramid, that also hold tremendous opportunities for global and local private enterprises. There is a true business case in improving resilience for the largest potential sources of consumption and economic activity, but to date there has been limited meaningful engagement. The way forward lies in models that embrace multi-stakeholder collaboration as the path to scale innovations and create improved resilience outcomes.
Such an engagement starts with a framework that identifies root market failures from a resilience perspective and moves to address them through a partnership process that prioritizes private sector engagement. The five key market failures that inhibit resilience can be organized as: lack of savings and resources; lack of risk mitigation tools; lack of functioning domestic capital markets; lack of economic activity; and lack of incentives to collaborate and scale. Drawing from a menu of tools specifically tailored for the gaps related to each market failure and partners who have a compelling motivation to fill those gaps, an effective process for engagement can then be designed and scaled. The key elements of this process are ICE: Innovation, Collaboration, and Economies of Scale.
Performing While Transforming: Disrupting as an IncumbentRishi Dean
Here we walk through a case study of how we "disrupted ourselves" at Sittercity to move from a first generation marketplace towards a new on-demand model.
Qubit Bright Sparks #2: Fast consumer, faster companyQubit
How can you stay ahead in a world where consumers have access to more information than ever before? Qubit invited some of the leading thinkers in the retail and ecommerce space to discuss the different approaches you can take to make sure that you stay faster than your consumers. Check out these presentations from Qubit, Burton, Trendwatching.com, Olapic, Amplience and MetaPack.
Slides 1-31, Innovating in the era of the real-time retailer - Graham Cooke, CEO, Qubit.
32-54, Fresh Engaging Customer Experiences - Richard Wilson, Head of Digital, Burton
55-122, The Expectation Economy: Consumers are already there, are you? - Henry Mason, MD, Trendwatching.com
123-153, Leveraging Visual Content Where it Matters Most - Jose de Cabo, Co-founder, Olapic
154- 202, 7 Customer Experience Tips to drive your Channel Performance - Ben Seymour, Director of Professional Services, Amplience
203-213, If data is the new coal, then people are the new diamonds - David Staunton, Senior Product Marketing Manager, MetaPack
What is the most important thing that changes during times of recession? Customer behavior. Building a good customer experience through experimentation can help retain existing customers, strengthen brand loyalty, and gain valuable insights.
The term “inflection point” has multiple definitions. In differential calculus, an inflection point is a point on a curve at which the concavity changes from positive curvature to
negative curvature, or vice versa. In political science, an inflection point is a moment in history that dramatically alters a geopolitical situation, for better or worse. In business, Intel co-founder Andy Grove has described a strategic inflection point as “an event that changes the way we think and act.” Each of these definitions describes a moment at which our fortunes change — and in many cases, we can’t recognize the moment until
after it’s passed.
Bundledarrows170 bit.ly/stanfordstartupscamp370
bit.ly/foundersguide415z
To identify the best amateur artisans savants, OAC built sophisticated technology to rate the skill of each market manager, using techniques employed by the most sophisticated evaluators of market managers.
Deriving Intelligence from Customer Actions: Data Marketing 2015 presentation Mathew Sweezey
Understand customers wants, needs, and desires is a tricky business but it can be made much easier if you understand three key ideas: stage based marketing, system of relevance, and the fundamentals of modern consumer desires. This presentation was created for the Data Marketing conference in Toronto 2015, and outlines new research into modern buyers, and how to understand their needs, derive intelligence from their actions, and provide the best experience possible in the modern era.
Most marketers are obsessed with the conversion: that magical moment when all of our hard work is validated. It's a glorious, "home run" moment. But lost in our collective conversion maximizing obsession is what happens after the form is submitted or the sale is complete. For most organizations, the answer is simple: nothing. And for marketers to maximize their potential, this must change. We must stop viewing the conversion as the "home run" and start considering it first base.
By the end of this session, you'll learn how to:
- Discover what data is most predictive of each milestone in the funnel from initial contact to MQL/SQL to close/completed sale
- Build a strategy specific to each milestone
- Uncover the most common mistakes performance marketers make in conversion strategies
Identify post-conversion KPIs you're not measuring but should be
6 Tips For Managing Your Customer Expectations Kelechi Okeke
When your customers’ expectations are not in-tune with the actual experience they have with the brand, it would lead to disappointment and conflict between customers and employees.
Managing customers expectations early in their relationship with your brand is a good way to build trust and retain customers in the long term
Foundational Bottlenecks in Creating Experimentation Culture (and How to Over...VWO
Culture is hard to build. Especially when you are trying to do something new mid-way of your business journey. Asking for reform in culture is equivalent to asking to change the mindset that is sure to face a great deal of friction.
There has been a lot of discussion and content around creating a culture of experimentation. But only a few companies have succeeded in this endeavor and have risen above their competitors. So how were they able to do it? What were those foundational bottlenecks that these companies have to solve?
Arash Vakil is a product strategy consultant, startup advisor, and tech investor. Having led organizations as a C-level executive, Arash is well aware of the common reasons why experimentation culture is hard to build. In his presentation, he will share excerpts from his conversations with other C-level execs and factors that lead to a bias. Arash will also talk about the recipe for successfully creating a culture shift within your organization, one that embraces experimentation.
05.21.15 Vanderbilt Presentation on Building Leadership SkillsMichael Burcham
Presentation to Leadership Team at Vanderbilt University Medical Center on Transformational Leadership. A Discussion of Disruption in the Market, Becoming a Leader in Creating Change, and Tools for Self Improvement as a Leader.
Similar to How to Manage Consumers' Expectations by Jordan Berkowitz, Executive Director, Creative Technology O&M (20)
Union of Humans: The Future of the Millennial Generation in the Age of Automa...Ogilvy
It’s not always fun or easy to understand an automating, fissuring, hyper-globalizing economy. It’s not always comfortable to consider that decades-old safe and sage advice (“Go to college!”) might become totally obsolete—if we don’t move quickly to curtail the privatization of our primary schools, and/or colleges fail to modernize their offerings.
However with great crisis comes great opportunity, and Millennials are well-equipped to handle the mammoth issues before them. They are, after all, the most educated, most connected generation in American history.
So why the emphasis on…unions? Well, we really need them, and Millennials happen to love them. But the automation era will require its own union, of sorts—what we’re calling a “union of humans.”
Point of View on Cambridge Analytica Scandal Ogilvy
Last week the Cambridge Analytica data scandal sparked a widespread privacy debate and put Facebook in the eye of a PR storm. Automatically this raises questions from an advertisers perspective. ‘Should we gear up for an audience decrease and reshu e budget?’ Not really. No advertiser data has been a ected and this is mainly an issue on user level, so Facebook already implemented actions to solidify the privacy of its users which is a bene t for advertisers too.
According to a Google Temasek study, e-Commerce sales are slated to hit US$88 billion in the next 8 years. The entry of Amazon and Alibaba in the Southeast Asian e-marketplace is further proof of the e-Commerce potential in this region. While this provides plenty of opportunities for businesses to grow – there’s also more competition than ever. Launching a successful e-Commerce venture takes more than connecting a valuable product or service with the right audience. This white paper outlines key principles and strategies to help you ride this wave and come out on top.
2018 Prognostications For The Year Of The DogOgilvy
For the year ahead – 2018 to some, and the Year of the Dog to others – we share our annual Political, Economic, and Business prognostications for China.
10 Pearls of Wisdom for Working With & Leading PeopleOgilvy
By David Levitt, Former Worldwide President of Learning & Development, recently retired from Ogilvy after 45 years.
This is an excerpt from his retirement speech.
For Goodness’ Sake: Satisfy the hunger for meaningful business Ogilvy
For Goodness Sake is about transforming businesses into “Purposeful Enterprises.” Business, being the most adaptable of human institutions, is already shifting to encompass the new priorities our global society is setting out, but a full change to purposeful enterprises—enterprises that exist for many interlocking reasons and strive for complex outcomes—will emerge only with great planning and thoughtfulness.
The Digital Social Contract
The Millennials and generation Z together comprise the most engaged, mobile, and enticing consumers of our time, but brands and agencies have largely misunderstood how these coveted digital natives interact.
We have missed a fundamental truth: There is a new social contract emerging—a digital social contract—that, like Rousseau’s original, has been proposed, ratified, and enforced by those it governs—most especially online video creators and their legions of fans who together stand at the apex of the digital revolution.
In Ogilvy & Mather's latest Red Paper, "The Digital Social Contract", Ogilvy's Jeremy Katz and Robert John Davis join with Alta Sparling and Bing Chen from Victorious to uncover the unspoken social rules governing the digital world and explain to brands how to thrive in it.
Brands That Do: Building Behavior Brands
by Susan Machtiger and Jaime Prieto
The importance and meaning of brands is in a state of turbulence. We live in a fragmented media world amidst unprecedented consumer control and content overload. It has become apparent that those brands that do not matter to consumers will soon fade into absolute irrelevance. So, what matters to consumers? How brands behave. Consumers are telling us to stop making empty promises and start acting in new and different ways. In other words, we should be building brands that do things that matter to their customers. Most companies need to rethink how they build and care for their brands. This Red Paper shows them how.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Unlocking Everyday Narratives: The Power of Storytelling in Marketing - Chad...
How to Manage Consumers' Expectations by Jordan Berkowitz, Executive Director, Creative Technology O&M
1. FA C E B O O K . C O M / O G I LV Y
MANAGE
HOWTO
CONSUMERS’
EXPECTATIONS
J O R D A N B E R K O W I T Z
E X E C U T I V E D I R E C T O R ,
C R E AT I V E T E C H N O L O G Y
O G I LV Y & M AT H E R
FA C E B O O K . C O M / O G I LV Y
2. T
HE FIRST THING TO KNOW ABOUT expectations
is that there are biological reasons we behave
the way we do. One force at work is something
called negativity bias—the tendency for humans
to overstress the negative even in predominantly
positive circumstances. Ever get a report card with
four As and one C? Which mark did you dwell on?
That links back to prehistoric times, when people had
to assume every time they went out to the watering
hole that they could be attacked by a saber-toothed
tiger, and thus habitually came to expect the worst.
FA C E B O O K . C O M / O G I LV Y
3. EXPECTATIONS EVOLVE. Think about flying; 20 years ago,
waiting in line for a ticket was the accepted norm. Now you take
care of that on your mobile phone before arriving at the airport,
and the idea of having to stand in a queue is unthinkable.
Therefore, you have three choices:
RAISING EXPECTATIONS If there’s a chance you won’t
meet or exceed them, this might not be a great idea.
MAINTAINING EXPECTATIONS In some cases this presents
an opportunity, especially if customer expectations can be
used to highlight a contrast. For example: What would happen
if a new feature were released with little or no fanfare?
If the quality of the product experience increases while
expectations remain the same, you should see an impact.
LOWERING EXPECTATIONS This feels counterintuitive, but
dampening expectations can be a very effective tool, assuming
it’s used strategically and with a smart, creative approach.
Whichever route you choose, here is our formula:
EXPERIENCE – EXPECTATION = IMPACT
FA C E B O O K . C O M / O G I LV Y
4. MODEL CUSTOMER
EXPECTATIONS
YOU MAY HAVE QUALITATIVE data that helps form a picture
of what your customers expect. Or you may need to evolve
the questions you’re asking your customers to better
gauge what they expect. In either case, the closer you can
get to the actual moment—that is, right in the thick of the
customer journey—the more accurate the response will be.
On the quantitative side, it’s equally interesting and
challenging. We know that people express their expectations
in the decisions they make and their subsequent levels of
satisfaction. Can this be identified in raw data? When people
abandon an online shopping cart, is there a link between their
expectations and the experience? We have some interesting
hypotheses, and the quest for answers is already beginning
to reflect that there may be ways of quantifying expectations.
FA C E B O O K . C O M / O G I LV Y
5. MAP THE EXPERIENCE
ONCE YOU HAVE SOME MEASURE of customer expectations, mapping
them against the customer journey is relatively straightforward. Much
can be gleaned from this exercise. What frequently becomes apparent is
that marketing efforts are misaligned with opportunities relative to our
customers’ expectations. Frequently we see marketers failing to focus
on areas with extremely low customer expectations. Our model suggests
that these points have the largest potential to drive a measurable impact.
BE DYNAMIC
HAVING A FULLER VIEW of expectations across the customer journey
allows us to decide what to do, and when to do it—understanding that the
by-product of a lowered expectation at one stage is that we might need to
over-deliver on experience at another. In the same way that expectations
change over time, so must our strategies. Expectation dynamics are
just that: dynamic. This is meant to be an ongoing and iterative process
that informs and helps drive the final two stages of this plan.
FA C E B O O K . C O M / O G I LV Y
6. COMMUNICATE ACCORDINGLY
WE SEE COMMUNICATIONS as an expectations-
management tool. When used wisely, you should be
able to actively shift customer expectations to drive
business impact. But this isn’t solely a communications
job. Expectations don’t respect silos, so every
aspect of the business—especially the product and
services arms—has to be on board with this.
BE HOLISTIC ABOUT IT
EXPECTATIONS SHOULD ALSO INFORM the
products, services, and innovations you produce. Yes,
communications can be used to manage expectations
in the near-term. But when our businesses react
to expectations in the same way communications
do, marketers have significantly more leverage and
tools to increase the effectiveness of their work.
FA C E B O O K . C O M / O G I LV Y
7. DON’T EXPECT ALL OF THIS TO HAPPEN OVERNIGHT.
Some of this you can take action on immediately,
while other steps require more time and investment.
Data needs to be curated. Processes need to
evolve. Teams need to learn to leverage new tools.
Take the time to dial it in, and it will pay off.
FA C E B O O K . C O M / O G I LV Y